Course Details

Course overview

A strong marketing strategy identifies and utilizes an organization’s competitive advantages in its current and potential markets to define the best resource allocation and marketing activities to create product value. A strategy is not of much help if not implemented and brought to life. That’s why developing an insightful marketing plan, based on a well-defined strategy, ensures marketers can contribute the highest possible value to an organization at the strategic level.

Our Marketing Strategy and Planning course provides you with knowledge on how to turn your strategy into actionable and operational plans. Participants learn how to analyze the current market situation, focus on the unique selling proposition of your product and/or service and target the needs of your markets. This course enables you to prepare the right marketing strategies and to develop a marketing mix specific to your market and its needs to reach the company’s marketing objectives and successfully develop and implement a clear, rewarding marketing plan.

Throughout the course, we cover a significant number of vital marketing topics. Here are just a few of them:

• Key aspects you must consider including in your Marketing Strategy
• How to seize great opportunities for marketing growth
• How to build customer-centric strategies and reap more benefits
• Proven methods for creating a comprehensive Marketing Strategy
• How to align your Plan with the Strategy and bring it to life

Course content

DAY ONE

• Scope and functions of modern Marketing under the pressure of the changing world
• Latest Marketing Trends - Digital and online developments – the digital marketing world
• Marketing Strategies – Brand expansion, Product positioning and differentiation
• Pricing; Innovative and creative strategies which result in profit maximization
• Strategy Development factors for making a choice, Blue Ocean vs Red Ocean Strategies
• Measuring the gap between long-term objectives and current company performance

DAY TWO

• Determining the most rewarding segments & identifying potential growth opportunities
• Sources of competitive advantage – cost, differentiation, product and channel advantage
• Product/service life cycles and the application of psychographics to each stage
• Applying the growth strategies matrix to your strategy development process
• Customer types and behaviors and Using customer needs to your advantage
• Bringing Communications to the next level via Integrated Marketing Communications

DAY THREE

• Managing Brand Value – best methods to create, maintain and improve brand positioning
• External vs internal pricing elements, Key strategies & Defining the right pricing matrix
• The Marketing Planning Process and Format, Marketing Plan and Marketing Strategy
• SWOT and TOWS Analyses, Portfolio Analysis and Design (The Boston Consulting Group Matrix)
• Segmentation, Targeting and Positioning – Process, Components, Challenges & Tools
• Aligning strategies and plans, using the best tools to measure progress and performance

What will you gain

• Learn insight of Strategy and Planning and how to utilize both to achieve your objectives
• Conduct strategic planning and build effective marketing plans based on winning strategies
• Study how to translate corporate goals and plans into actionable and clear steps
• Understand how to apply the best practical tools and strategies to create a powerful brand
• Comprehend the key points of the buying process and how to determine customer needs
• Achieve success via market segmentation and correct product positioning
• Develop a remarkable customer-centric strategy to outperform the competition
• Understand market and industry analysis and competitive advantages and positioning
• Obtain the critical skills to prepare a marketing plan for a product or a service
• Prepare an effective budget and an integrated, comprehensive product/service action plan
• Apply the knowledge from the course to achieve outstanding performance and results